Ensuring Consistency in UX Copy

Cognitive load in UX refers to the amount of mental energy users need to understand and use an interface. The less brainpower a UI requires from users, the faster they will complete their tasks. This, in turn, results in a more pleasant user experience.

It's not possible to eliminate cognitive load entirely. After all, people use apps and websites to find new information about your product, organization, or content. This is called intrinsic cognitive load — the effort of absorbing that new information and of keeping track of their own goals.

UX writers should strive to minimize extraneous cognitive load — the processing that takes up mental resources but doesn't help users understand the content.^[1] Consistent writing is one of the best ways to do that.

If you want users to act right away, use commands like “Sign Up” or “Add to Cart.” These are direct and clear, which works when users already know what they want. If you want to spark curiosity or help them explore, use questions like “What’s your style?” or “Need help choosing?” These feel more personal and inviting, which is great for users who might need guidance. Match the style to your brand’s voice. Commands work well for confident, professional tones, while questions suit playful or conversational vibes.

Lastly, think about timing. Use questions earlier in a journey and commands when they’re ready to act. You can mix them too. For example, “Not sure what to pick? Start here.” When mixing, make sure the question feels helpful, and the command provides a clear next step. This keeps the tone friendly while guiding users.

Remember, commands are action-driven, while questions build engagement. Test both styles to see what works best for your audience and their mindset at each step.

Consistent terminology reduces user confusion and helps them focus on their goals. For example, calling an action "scheduling" in one place and "booking" in another makes users pause to decipher the difference, potentially risking conversions.

Resist the urge to vary terms, CTAs, or primary feature names just for creativity. Stick with the same wording across the board. While this may feel limiting initially, it ultimately enhances clarity, allowing you to craft sharper, more effective writing.

Every product has a different voice in the same way that every person has a different voice. That's why two products with similar functionality reach entirely different audiences. Research your user preferences and create a brand voice that sets it apart from other products. Is it compelling, emotional, funny, or motivating?

Through microcopy, you can cement the brand's voice. Every time users interact with your product is a chance for you to establish your brand's personality. This, in turn, will create a deeper connection between users and the product, resulting in a better user experience.^[2]

Maintaining a consistent brand voice shapes user expectations by building a connection and trust with your product. When your brand has a steady personality — whether it's friendly and casual or technical and formal — users feel they know what to expect, which creates comfort and familiarity. Consistency in tone prevents any jarring shifts that might confuse users or make them question the brand’s reliability. It’s like meeting a friend who’s always dependable. Over time, users develop confidence in your product because it feels stable and true to itself.

When writing microcopy for different platforms, stay consistent with the device and platform conventions. For example, when users are in desktop mode, they "click" on links. On mobile, the verb you want to use is "tap," because that is what they do.

Users of different platforms are also accustomed to their respective platform designs. It's not just about where the menu is and how dialog windows look. For instance, Apple tends to use title case throughout their products for many UI elements, including alert titles, menu items, and buttons.^[3] On the other hand, Google prefers sentence case as stated in their design guidelines.^[4] Consider these differences when designing mobile apps for Android and iOS.

Localization means adapting your product’s microcopy for different languages while keeping the brand’s voice intact. Direct translation often isn’t enough because certain phrases or tones may not have the same impact across cultures. For example, humor, formality, or even specific words might be interpreted differently from one language to another. To keep things consistent, work with translators familiar with both the language and cultural nuances of the target audience. They can ensure that the microcopy feels natural, respectful, and true to the brand’s voice while being culturally appropriate.